How to Build a PR Strategy That Works (Even if You’re Not a PR Expert)

For many small businesses, PR might seem like a task best left to experts – but with the right approach, you can absolutely create a solid PR strategy on your own! A well-planned PR strategy will help you gain visibility, credibility, and, ultimately, customers. Here’s a simple guide to get started on building a PR strategy that works, even if you're new to PR.

Step 1: Define Your Goals

What do you want your PR efforts to achieve? Do you want to increase brand awareness, get press coverage, or establish yourself as a thought leader? Defining clear goals will guide every PR decision you make.

Example Goals:

• Raise awareness about a new product

• Attract investors

• Increase credibility in your industry

• Position your business as a thought leader

Step 2: Know Your Audience

Understanding who you want to reach is crucial. Think about your target audience’s demographics, interests, and the types of media they consume. This will help you tailor your messaging and select the right channels to reach them effectively.

Tip: Create an audience persona to get a clearer picture of who you’re speaking to. Think about their age, industry, pain points, and interests.

Step 3: Craft Your Key Messages

Your key messages are the core ideas you want people to know about your brand. They should align with your goals and resonate with your target audience.

Example Key Messages:

• “We make sustainable solutions affordable for everyone.”

• “Our business helps startups scale faster through innovative tech.”

Step 4: Choose Your PR Channels

Choose a mix of channels where your audience is most active. This could include social media, industry publications, local news, podcasts, and even speaking events. A well-rounded approach helps you cover more ground.

Some Effective Channels:

• Social media platforms (LinkedIn, Twitter, Instagram)

• Industry blogs and news sites

• Local newspapers and business publications

• Podcasts related to your industry

• Networking events and conferences

Step 5: Develop a PR Calendar

A PR calendar is your plan of attack for the coming months. Map out key dates, events, and holidays where you might want to ramp up your PR efforts. Consider product launches, industry events, and relevant national days.

Example PR Calendar Ideas:

• January: New Year, New Goals – Share your business plans or launch a fresh campaign.

• March: International Women’s Day (8th March) – Highlight women in your business or share inspiring stories.

• April: Earth Day (22nd April) – Promote sustainable products or initiatives.

• June: London Tech Week – Announce tech-related innovations or insights.

• September: Back to Business – Share tips or offers for businesses ramping up after summer.

• October: Small Business Saturday (UK, usually in early December) – Plan ahead to feature in local promotions or media coverage.

• November: Black Friday (last Friday in November) – Offer promotions and pitch gift guides to media.

• December: Christmas Countdown – Share festive-themed content, products, or charity initiatives.

Step 6: Build Relationships with the Media

Start by researching journalists who cover your industry and reach out with tailored pitches. Avoid sending mass emails, as these are likely to be ignored. Instead, focus on creating meaningful relationships by offering genuine insights and stories.

Tips for Media Outreach:

• Follow journalists on social media and engage with their content

• Send personalised emails introducing yourself and your brand

• Offer exclusive insights or interviews with your team

Step 7: Measure Your Results

Finally, track the impact of your PR efforts. Are you meeting your goals? Did your media mentions increase? Are people engaging with your brand more on social media? Tracking these results will help you refine your PR strategy over time.

Metrics to Track:

• Website traffic from media sources

• Social media engagement and followers

• Media mentions or articles

• Increase in email inquiries or sign-ups

Final Thoughts

You don’t need to be a PR expert to build a strategy that works. By following these steps, you’ll have a clear path to raising your business’s visibility and credibility.

If you're looking for more tailored guidance, I’m running bespoke 1-2-1 and group sessions to help you craft a PR strategy that’s perfect for your business and set for success in 2025. 🎯

Get in touch today to book your session and start the year with a winning plan!